More Power

When I talk to all the light truck manufacturers -- GM, Ford, Dodge, and Toyota mainly -- I keep hearing the same, singular comment about light truck owners: they want more power (horsepower and torque) and don't really care too much about fuel economy.

This is simplfiying things a great deal, but there it is -- engines, especially light-duty diesels, are cranking out more HP and torque, while fuel economy either stays flat or drops. My question to the reader out there is: does this analysis really hold water? If you have to choose between power and fuel economy, does power really win every time? And what does 'power' really mean to you anyway? Does it translate into more trailer towing capacity, more offroad capability, what?